Kanye West will soon unveil the newest iteration of Yeezy Supply, the website that features his collection of shoes, clothes, and accessories. When it debuts, you can expect a shopping experience unlike anything you’ve seen on the internet.
You’ll be able to pick an outfit, then put it on a 3D model who walks across the screen. And if you want to know more about that model, you can click to get a few background details, like her favorite food, or a significant life experience she has had. There are no words on the screen. The overall aesthetic is as if a video game were set in a medical supply store. In a good way.
“We were trying to make the internet a more humane place,” explains Nick Knight, West’s creative partner on designing the website, in an interview with Fast Company. “We’ve gotten used to the internet being a flat, two-dimensional place. But the internet is also this amazing tool that connects everybody in the world: What if we could use it to get to know the people we are looking at on the screen?”
BY ELIZABETH SEGRAN
Elizabeth Segran, Ph.D., is a staff writer at Fast Company. She lives in Cambridge, Massachusetts